Alfa Romeo US Market Return Pushed Back to Mid-2013

The launch of the Alfa Romeo brand on US shores is harder to predict than total global reserves. The big problem here is that the company used to be known for making affordable sportscars with plenty of spice and not a lot of power. Bringing their current offering of FWD sedans priced to compete with BMW won’t work, so the brand needs to reinvent itself.

To this end, Marchionne needs to pump Fiat’s resources into Alfa, but they are stretched at the moment. Alfa’s US return has thus been pushed back again. The brand is enjoying reasonable success with the limited-production 8C, and was expected to make a comeback next year with the new 4C sportscar, but a full assault isn't scheduled to happen before mid-2013, starting with a new compact crossover. The mid-sized Giulia sedan would then follow by the end of 2013 at the earliest, according to Automotive News.

We’ll remind you that Alfa pulled out of the US market back in 1995, after which then-Fiat Group CEO Paolo Cantarella said a new will arrive in 2003, but it never came.

We just hope when Alfa actually returns it won't be a colossal disappointment because of the long-term effect of them teasing us with their arrival. Building up anticipation for such a long period of time could just be the worst thing they could possibly do if all they can provide is a crossover and a sedan.

Granted, this probably holds true only for those who know the Alfa brand and what their return to the States should mean, as the rest of the market will be overcome with marketing schemes and publicity stunts.